ISAAC ONYEKWERE
As the world marked the 2025 World Public Relations Day (WPRD), stakeholders from various sectors in Nigeria have called on Public Relations professionals to embrace communication style and earn deserving trust and reputation for leadership transformation and global positioning.
In his opening remarks, Chief Executive Director of Newmark Group Limited, Mr. Gilbert Manirakiza, stressed the need for PR professionals to use strategic communication for both support and survival functions.
“While the world is more digitally connected than ever, it is also increasingly divided—a reality visible in boardrooms, communities, and institutions alike. In this context, strategic communication is no longer a support function; it’s a survival function. It’s not something to be used after decisions are made; it must shape those decisions from the outset,” he said.
Manirakiza noted that Africa is at a critical crossroads and must define its influence from within — not borrowed, but based on our own realities, stressing the importance of data, culture, empathy and vision in crafting effective communication strategies.
Expressing concerns about the growing generational divide and the importance of tailoring communication to the needs of diverse age groups, Newmark Group Limited head said: “We exist to empower organisations with the influence they need to make the impact they desire. This moment is shaped by shifting power, eroding trust, and a pressing need for unity across a fragmented global landscape.
“Gen Z demands radical transparency. Millennials want meaning and inclusion. Gen X values competence, while boomers prioritise legacy and stability. Influence must now be multilingual, multichannel, and multidimensional.”
Executive Director of the Consumer Advocacy and Empowerment Foundation (CADEF), Prof. Chiso Ndukwe-Okafor, highlighted the importance of trust, transparency, consistency and strategic communication in engaging with stakeholders.
“Strategic communication must be tailored to the environment and community. It’s not just about delivering a message but understanding what people actually need. This way, trust can be built and sustained, she emphasized.
In his keynote address delivered virtually, the President and Chief Executive Officer of Southard Communications and a representative of PRGN, Bill Southard, gave insight of Africa PRGN Influence Insights Report, which revealed an optimist global picture of how rapidly the public relations landscape is evolving from all parts of the world, especially in Africa, noting that trust is a catalyst to any brand sustainability.
According to him, “In today’s environment, influence doesn’t just happen; it has to be built intentionally, with the right mix of trust, visibility, and engagement. In a time when noise drowns out nuance, and division grows louder than dialogue, brands must become beacons of trust.”
According to the report, trust levels among key stakeholders varied. Findings showed that employees emerged as the most trusted advocates for brand influence.
“What your employees say about your brand carries weight with both consumers and B2B audiences,” he emphasised. In contrast, political leaders ranked lowest, with only 15 per cent of respondents expressing high trust, especially pronounced in the U.S. market. Additionally, 76 per cent of respondents stressed the need for brands to be “part of the conversation” and maintain a strong share of voice in their markets,” Southard explained.
Earlier in her welcome address, Lovelyn Okafor, Country Lead for Newmark Nigeria, described the event as a “truly remarkable gathering” and reflected on the milestone being celebrated.
In her words: “Today is the world PR Day, and also, you will hear a lot more about the African launch of the Public Relations Global Network (PRGN) influence, insights reports. Interestingly, we have the 15th anniversary of the landmark celebration today. Each of these moments is significant on its own. But together, they represent a bold testament to the evolving power of communication and to the role we all play in shaping a more connected, trustworthy and inclusive world.
“Today is not just another date on the calendar; it’s a day of significant celebrations for us at Newmark. This year’s global theme is Building Bridges and Navigating Polarisation. It's actually more than a slogan. It's a challenge for us all. We live in an era where division seems louder than dialog, when what we stress often overshadows truth, and where the stories we share, or even the ones we choose not to share are shaping the course of communities, institutions and even nations. So that's why this day matters.”
“At Newmark, we believe communication is not just a tool. It's actually a force, a force that, when wielded responsibly, can open minds, align values and ignite change," she added.
During the panel session moderated by Lovelyn Okafor, the panelists corroborated on the crucial role trust and strategic communication play in the public relations ecosystem.
In her remarks, Head of Brand and Marketing Communications, Wema Bank PLC, Mabel Adeteye harped on effective communication for positive results.
“Why strategic communication is crucial is that miscommunication or lack of clarity in messaging can have far-reaching implications, especially when stakeholders are left to make decisions based on incomplete or misunderstood data. At the end of the day, you need every stakeholder on board to execute your plans successfully. If you let them make the wrong call, it comes back to you. That’s why messaging is clear, contextual, and consistent,” she said.
Also lending a voice to the discussion, Tomilola Mustapha, Manager, Africa Retail Academy, Lagos Business School (LBS) Tomilola Mustapha, frowned at the growing influence of unethical communication, particularly among social media influencers.
He stressed the need for embedding ethics in leadership training and business education, highlighting Lagos Business School’s approach of integrating ethics into all academic programs.
He said: “Voices without ethics are dangerous. Influence must be tied to ethical values. Unfortunately, many influencers lack this grounding, which poses a risk to public trust.”
The event was crowned with the celebration of 15 years anniversary of Newmark Group.
Other dignitaries present at the event include Segun McMedal, founder, Lagos Public Relations Industry Gala and Awards (LAPRIGA), Melanie Ayoola, Group Executive Director, Tranter IT among others.
World Public Relations Day is celebrated annually on July 16.
It is a global event that draws the attention of global citizens to the practice of PR, its feats, problems and prospects.
